the evolution of TV experience from media to entertainment, from broadcast to personacast, from consumption to interaction, and from branded content to a combination of branded and user-generated content. This addresses how these technology changes might influence the thinking of diverse stakeholders in the tv value chain – broadcasters, content studios, advertisers and of course viewers.

1. tv.next
Venu Vasudevan, PhD
Senior Director
Applications Software Platforms Research
Motorola Technology

2. Linear TV. A long and prosperous tenure
tv.now
channel lineup
syndication
quality content
reach
user advertiser studio operator

3. quality content
convenience
user
reach
engagement
advertiser
tv.next
syndication
cross-platform
studio
Convergence perturbs the equilibrium
channel lineup
services
operator

4. Convergence 1.0. bundling and billing
• Cable operators lead Consumer Adoption of Double- and
Triple-Play Bundles
telcos in triple play as the Source: Yankee Group, 2007
consumer choice
• Convenience (62%) and
discounts (60%) are
primary reason for buying
decision
• Telco video is not nearly
as easy as cable voice

5. Up Next . Advanced Services
70%
62% 60%
60%
Percent of 50%
Consumers 40%
40%
Expecting the
30%
Benefit from 23%
20% 17%
Bundle
10%
0%
Single bill Discounted Single point Enhanced Integrated
price of contact for functions features (i.e.,
customer programming
service TV from cell
phone)
30%
25%
24%
22%
Percent of
20% 18% 17%
Consumers
Very/ 15%
12%
Interested in 10%
Service
5%
0%
Online Caller ID Visual Click to Video
voicemail on TV voicemail call phone on
TV

6. Convergence : a bewildering variety of choices
Converged Experiences Converged Content
Recommendations
Time Shifting nDVR
TOD
Search Rules Rights
Multi-Screen Advertising Control
Mobility
Mobility
across networks
across devices
DLNA
Deliver it Take it
Anywhere Anywhere
6

7. how do you package this much choice
into a few optimized experiences?

8. .. and benefit all stakeholders
media experiences that combine TV and beyond video games, wellness, virtual worlds
internet services in novel ways
Consumer MSO
Content Studio Marketer
up sell and cross-sell content engagement, addressibility, measurement
social network ‘buzz’ creation

9. three convergent experiences
Personal tv on demand
Social nexgen set-top
Multi-platform tuvista

10. TV on demand
TV On Demand

11. The Promise: A new Consumer Experience
Any Content on any device . . .
. . . anywhere you want it
11

12. The Problem: Content Rights and Licensing
Syndication:
• Each content provider has very specific
things they can and can’t do with
content dictated by the studio license.
Exclusivity:
• Each network has exclusive windows of
time they can air syndicated episodes.
Advertising:
• Complex bartering controls what
advertisements are sold by providers,
networks, local ads, and cable.
Residual Payments:
• After airing, usage data is needed to pay
the contract terms all the way back to
the actors, directors, and others.
12

13. The Problem: Content Rights and Licensing
In today’s world of complex
content licensing and
syndication, you can not
simply make everything
available to everyone on
every device whenever
they want it…
Because it’s Not Legal!
13

14. The Solution: Content Rules and Control
enable content providers to attach rules
metadata to their assets facilitating -
Decide what content is available and when
Control which shows will compete with their live network
Preserves the value of the content provider/network brand
Scheduling is analogous to broadcast network trafficking
Facilitates obedience of the Syndication rules
Seamlessly navigate and consume pushed (broadcast) & pulled
(internet) content using media bundles
14

15. The Other Problem: Navigation
If you could get everything, how would you find anything?
15

16. Embrace and extend the in-channel guide
Rich navigation of content in a mosaic or grid format
Simplify ‘browsing’ for interesting content
Content ‘bundles’ give consumers related content
Browse Live, DVR, nDVR, on-demand, and internet
content, all in an engaging consumer experince
Guides for STB, Mobile Devices, and PC with a
consistent look and feel
16

17. TV on demand video

18. Nexgen Set-Top
want some social with your tv?
Personal
tv on demand
Social nexgen set-top
set-
Multi-platform tuvista

19. why social & tv. bits of history ..
90’s .. presently
thin client traditional got the social roughly right
web access
but failed in content
quick race to the 1st million strategy
subscribers, then hit a wall
lack of compelling
traditional web access not content
(versus, say Hulu)
the tv-web killer app
failed attempt to
consumers expect the web radically change
to build on a tv’s social syndication rules
aspects1.
1. Why WebTV failed to grow.
great social experience only
works if you have killer
content

20. tv + social : strategic framework
tv (still) the mother ship of compelling branded content
web’s the hub of social, viral
tv+ social = tv +web
eco-diversity of new media mashups

21. ‘Overlays’ as design vocabulary
Social on TV
inline search. q&a
twitterQL
overlay web based social
tv presence.chat
experiences on evolving
cable & iptv models
tv.licio.us
social bookmarking
clip.share.buy
TV Create & Share

22. STB of Future
media access real-time rich interactivity,
media access rich services
Connected DVD player
BT is teaming up with Microsoft
to offer its television service via
the software giant's Xbox 360
console.
On-device
On-
Rich graphics
MS Wants Xbox 360: Your Ultimate Set-Top Box
Context Intelligence
Social Killer Apps
Netflix confirms XBox 360, PS3 and set-top box ambitions
Distributed Devices Distributed Devices
Companion products. Companion products.
Accessories Accessories
P2P P2P
Enhanced Services
Social Services
Intermediaries
P2P

23. Increase client intelligence, New (social) application domains
richer analytics
wellness
Personal
Context Peripheral Communal Advertiser Metering
Context7
Analysis Context Context Agent Agent
HoPE Framework
Your 1st Med.
Centrum Multivitamin Supplements
TV content
Time: 8:00am ~ 9:00am Taken Skip Dose Snooze Details
Radio content
With foods
Game Portal 1. Download Tetris
Pictures for OCAP
Pictures
2. Install
3. Deploy
4. Restore state
5. Take control of screen
Appbus Music
6. Pause for user
HoPE
Music
Continue game on STB
Ad Engine
Web Content
Second Life
games
Web Content (location)
Second Life
social application domains
(location)
(health/wellness, games,
search, commerce)
Cross-platform – stb.pc.mobile
Cross-
game
advanced
novel ad advanced controls
interaction
models analytics
models
context intelligence
Web
conte
nt
rich, 3-d graphics platform
Static
Image
Ad
Video
ad
Rich
compelling Interactivity
user Gestural remotes
Virtual experiences Voice UI - Voice Vista
worlds
3-d ui

24. inline search for tv
• tv search an unmet need
• state-of-the-art limited in facets
• support for automated
extraction of rich feature vectors
expensive, hard

25. inline search for tv
• tv search an unmet need
• state-of-the-art limited in facets
• support for automated extraction of
rich feature vectors expensive, hard
• queries – visual, ambiguous
• crowdsourcing potential
– humans good at interpreting
(unusual) features of a scene Q. what famous politico does this
– ‘intuitive’ answers to subjective volleyballer resemble
questions A. James Carville
– diversity of answers diversity
of opinion

26. inline search for tv
• content as scoping function for
query, community user watching a rerun of the “FIFA World
Cup” final from 2006
– genre specific vocabularies
- Who is this?
– viewing history as community -
-
Where is this?
What is this?
- How much is it?
predicate - Custom Query
Proxy based
Submit Cancel routing
2-click query
Response from
community directed
to tv
Zinedine
Zidane..

27. inline search
• content as scoping function open vocabulary Micro-language
for query, community query
structure
– genre specific vocabularies
– viewing history as query broadcast
Narrowcast
social net trickle
propagation (topic, buddy based)
community predicate model
3rd party (community specific)
• scaling issues in space, time response
aggregation
none
and heterogeneity
– ask on tv, answer on mobile pedigree horizontal Business focused women/health focused
– scaling across the content,
cost/ micropayment
communities currency none Reputation currency

28. clip-and-share for tv
• viral sharing content &
people discovery
• user participation exposes
granular user engagement
• studio social networks
multi-platform media
experience

29. clip-and-share for tv
Untidy conditionality in content sharing
what show
what studio
what artist
what episode
what part of episode
explicitly ‘sharing activated’
where (geography)
for how long
to whom
People with the same subscription level
• viral sharing content & • viral nirvana. subscriber
people discovery acquisition cost $800
$0
• user participation exposes
granular user engagement • high program cost
($10M/episode) high
• studio social networks
value. high paranoia. fine
multi-platform media
print. highly conditional
experience

30. nexgen stb video

31. TuVista
anticipate, engage, extend sports experience
Personal
tv on demand
Social nexgen set-top
set-
Multi-platform tuvista

32. Football Fan Experience
Fans sign-up for delivery of media bundles to their devices
RSS feeds
Web pages
TV programs
images
podcasts
radio programs
music
Media Bundle
Cable Wireless WiFi/WiMax
Home Experience Mobile Experience Stadium Experience
View bundles on TV View bundles via Screen3
Optionally view video on TV & Link to view richer content View video replays, player bios,
related info on mobile device (browser, DVB-H, downloads) stats, ongoing games, etc.
(as auxiliary screen)
Link to record on home PVR Personalized ads for souvenir
Blend with Social TV, i.e. show stands, concession stands, etc.
friend bundle items to discuss Bundles include personalized ads
(“buddy, check out these corner and merchandising links Other ideas from Motorola /
kick stats”) Link-in with SocialTV at home Purdue eStadium trials

33. What the Fans Want
Anticipate Engage Extend
What will happen? What is happening? What happened?
News & Information Replay Review & Discuss
- Who will play? That was a fantastic The goals, decisions,
goal! performance…

34. Video
Fans very interested in
seeing video replays of
memorable events e.g.
goals, significant play etc
Provide video clips during
the game in one click
Provide access to all
game video clips via the
homepage

35. Entertain
During half time fans can
enter competitions to win
prizes
Fans can also express
their views e.g. who is the
best player in the match
Service operates via SMS
or through web interface
(WiFi)

36. Experience Vision Video
TuVista Soccer w control.exe

37. TuVista. User Feedback. Monetization Potential

38. Features Most Wanted
Live video of the game
View from your seat before you buy a ticket
Videos of the best moments after the game
Buying tickets
Search for videos from this season
Choose a camera angle for a clip
View Season Schedule
Live audio of the game
Slow motion video
Player statistics

39. what’s next services
kinder, gentler Xbox
lean back immersion
‘beyond the remote’ interaction
privacy tv.next monetization
Opt-in. embrace & extend
Asynchronous services internet style advertising
on a shared device - addressibility
- Interactivity
- engagement
manageability
still about couch potatoes